Decathlon is one of the most renowned sports brands worldwide, with more than 1,700 shops in 59 countries and clothing and equipment for more than 80 sports disciplines. A responsible company committed to projects that combine sustainability, digital and personalized services.
Starting from its own business needs, Decathlon Italia's requirement was to identify objectives and make business and marketing decisions related to sustainability.
In particular, the brand needed to focus on a Digital Analytics strategy related to the business of Decathlon Rent, the proprietary sports equipment rental platform, and to combine its objectives with ad hoc digital strategies, enhanced by a tracking system that exploited the potential of Google Analytics 4.
Combined with the construction of a solid implementation strategy for the tracking system and GA4, the need was to develop and integrate all GA4 features from a technological point of view, but also in light of the regulatory and privacy context.
Starting with the drafting of the measurement plan document, which is fundamental for defining clear and concrete business objectives and then declining them into marketing objectives and KPIs, TagManagerItaia, top partner of Stape, proceeded to the realization of specific technical implementations to ensure Decathlon Italia obtains:
The strategic and technical interventions implemented made it possible to:
In the end: increased the conversion rate of Decathlon Italia's Facebook Ads campaigns, while reduced costs per click, as well as gathered feedback from customers to make optimisations to the navigation and purchase path on their portal.
Discover the difference in Facebook ads results when using the Facebook Conversion API compared to Pixel-only tracking.Edited Jan 24, 2024
Find out how server-side tracking helped to optimize advertising campaigns and created cross-selling and up-selling strategies for Farmasave.